Essays on Customer-Based Brand Equity
| dc.contributor.advisor | Du, Rex Y. | |
| dc.contributor.advisor | Tirunillai, Seshadri | |
| dc.contributor.committeeMember | Lu, Shijie | |
| dc.contributor.committeeMember | Vera, Dusya M. | |
| dc.creator | Shibuya, William | |
| dc.creator.orcid | 0000-0002-1179-2838 | |
| dc.date.accessioned | 2023-05-26T16:23:29Z | |
| dc.date.created | August 2022 | |
| dc.date.issued | 2022-12-08 | |
| dc.date.updated | 2023-05-26T16:23:29Z | |
| dc.description.abstract | This dissertation presents two essays on customer-based brand equity, with Panel Vector Autoregression (PVAR) models as the main method of investigation, applied to brand health data tracking 1,033 brands from 35 sectors over six years. Essay 1 shows how a stronger customer-based brand equity makes companies more attractive to job seekers. Its first study shows not all elements of customer-based brand equity are equal in driving employer brand equity. Being perceived as a quality brand helps more than being perceived as a value brand. Advertising is less effective than positive buzz. A second study measured the willingness of almost 1,000 survey respondents to make tradeoffs between employer brand equity and salary. Results suggest job seekers would accept significantly lower salaries to work for a more attractive brand. Essay 2 presents empirical regularities about positive-negative asymmetries in brand metrics. Marketers frequently use net scores without accounting for differences in weights between the positive and negative sides of a metric. But should we use such net scores? Patterns from two studies indicate we should weigh positive and negative ratings differently. The impact of changes on the positive side of brand metrics is stronger than the impact of changes on the negative side. The pattern is valid for changes in quality, value, and buzz and for their impact on purchase consideration and purchase intent. Another pattern is that, for quality and value, the inertia of the positive side is higher than the inertia of the negative side. For buzz, the pattern depends on the rank: the inertia of the positive side (compared to the inertia of the negative side) is higher for lower-ranked brands but lower for higher-ranked brands. Thus, we should consider positive-negative asymmetries in brand metrics to avoid bias when estimating their effects. | |
| dc.description.department | Marketing and Entrepreneurship, Department of | |
| dc.format.digitalOrigin | born digital | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.uri | https://hdl.handle.net/10657/14286 | |
| dc.language.iso | eng | |
| dc.rights | The author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s). | |
| dc.subject | Customer-Based Brand Equity | |
| dc.subject | Employer Brand Equity | |
| dc.subject | Positive-Negative Asymmetry | |
| dc.title | Essays on Customer-Based Brand Equity | |
| dc.type.dcmi | Text | |
| dc.type.genre | Thesis | |
| dcterms.accessRights | The full text of this item is not available at this time because the student has placed this item under an embargo for a period of time. The Libraries are not authorized to provide a copy of this work during the embargo period. | |
| local.embargo.lift | 2024-08-01 | |
| local.embargo.terms | 2024-08-01 | |
| thesis.degree.college | C. T. Bauer College of Business | |
| thesis.degree.department | Marketing and Entrepreneurship, Department of | |
| thesis.degree.discipline | Business Administration | |
| thesis.degree.grantor | University of Houston | |
| thesis.degree.level | Doctoral | |
| thesis.degree.name | Doctor of Philosophy |